Mentos seeks out nay-sayers


The question ‘Who Says No to Mentos?’ will be answered this month when the mint brand launches its new marketing and advertising campaign. ‘Who Says No to Mentos’ will target shoppers nationwide in a bid to drive footfall in convenience and impulse stores.

Airing this week, national TV advertisements will run right through into December. These will be fully integrated with outdoor, digital, social, PR and experiential activation. To further drive engagement with Mentos’ target audience, the brand will also be present on YouTube, with a targeted video-on-demand promotion, plus a heavyweight Facebook activation and Spotify Billboard advertising.

Outdoor and sampling activity starts from November, and will include interactive booths where shoppers will be able to fully engage with the brand, and have the opportunity to star in the advertising.

Mentos Brand Manager Claire Powley commented: “This national campaign is our largest-ever investment on the Mentos brand. We are confident that ‘Who Says No to Mentos’ will solidify our position as the brand that brings people together.”